XPO Logistics has been selected by JD Sports to optimize its UK supply chain for retail brand GO Outdoors by integrating the distribution of stock for GO Outdoors with other JD Sports brands, including Blacks, Millets and Ultimate Outdoors.

“XPO’s integration of the warehousing, transport and e-commerce supply chain operations for our outdoor brands will generate new efficiencies and position us for continued growth. We look forward to a long collaboration with XPO in the UK,” said Lee Bagnall, CEO of the Outdoor Division at JD Sports.

XPO has established a 353,000ft2 (32,700m2) distribution hub for JD Sports in Middlewich, Cheshire, UK, that will enable the consolidation of three existing warehouse operations at Rochdale, West Hallam and Swadlincote and integrate the branded direct-to-store supply chain. All existing delivery streams to stores, as well as e-commerce support, will be managed as a true multichannel solution.

Distribution will be consolidated into a single, dedicated delivery network with in-cab technology providing real-time tracking and reporting. The fleet will distribute store replenishment stock, deliver e-commerce click-and-collect orders to more than 300 Outdoor Division stores in the JD Sports brand portfolio, and support e-commerce fulfillment across all Outdoor brands.

“Our team is excited to provide JD Sports with a transformative distribution structure to support their expansion. This partnership reflects the value of the investments we have made in developing dynamic, multichannel solutions for our retail and e-commerce customers,” added Gavin Williams, managing director, supply chain – UK and Ireland, XPO Logistics.